Beloved Experiences Engaging consumers and influencers using multi-sensory brand experiences

Push Marketing Causes Consumers To Pull…Away!

Traditional agencies beware!  The marketing landscape has changed and for agencies to survive today, they need to change with it.  The one-way push marketing model is no longer effective.

Consumers, many of whom are brand skeptics, have evolved. They publicly exchange brand and product opinions on the Internet, are much more adept to the marketing process and technology has helped them filter unwanted marketing messages.  Word of mouth and viral marketing are stronger than ever before and a consumer's personal brand or product experience trumps any commercial spot or ad.  After all, can you blame them?  They were told by their parents and grandparents that most advertising is false and an exaggeration of the truth. In the past, many products purchased as a result of clever ads or commercials, did not live up to their claims.  As a result, today's consumers want to experience a product and try before they buy. Product sampling and trial programs are one of the most popular experiential marketing tactics used today.

Recently, I've read many articles and blog posts which speculate on what the future of advertising will be like.  Many feel, and I agree, that traditional advertising agencies must become marketing agencies.  Moreover, these agencies should adopt a holistic approach towards creating solutions for their clients, because successful marketing requires a complete and deep understanding of the intended audience.  I commend those agencies who have gone the extra mile to add sociologists and the like to their team, because they get it.  They understand that in order to connect with consumers, they must understand them; not just on the surface but deep within their hearts and minds.

Brands must invest in building relationships with their consumers and like most successful human relationships, it's more important to be a good listener than talker.  Since we now know that today's consumers are cynical and not so easily persuaded, it's important that respect them and not insult their intelligence.  I often tell people that it's a consumers world and most brands are considered uninvited guests.  As a result, brands need to establish some trust before they become well received in the consumer world.